Assignments | Principles of Marketing -

Running head: PRINCIPLES OF MARKETING
Principles of Marketing
Name of the Student
Name of the University
Author Notes:

PRINCIPLES OF MARKETING1
Table of Contents
Customer Satisfaction................................................................................................................2
Segmentation, Targeting and Positioning..................................................................................2
Integrated Marketing communications......................................................................................3
Word of mouth...........................................................................................................................5
Global marketing........................................................................................................................6
REFERENCES...........................................................................................................................7

PRINCIPLES OF MARKETING2
Customer Satisfaction
Customer satisfaction is perhaps one of the biggest factors that companies have to
comply with in order to ensure that customers are choosing their company over the
competitors. The relationship of a company with the front-line employees influences
customer satisfaction (Zablah et al., 2016). It is the role of the marketers of the company to be
able to identify the factors that their company can capitalise on in order to generate interests
from the consumers. Customers satisfaction can be achieved is a consent is able to provide
products and services that provide utility to the consumers.
Companies such as Subway gave emphasised the importance of customer satisfaction
with their core business model. The company prioritises the customer satisfaction with the
help of which they ensure that the customers are being subject to satisfaction. Hence there are
numerous options that are provided to the customers according to their personal pallets and
preferences.

PRINCIPLES OF MARKETING3
Segmentation, Targeting and Positioning
With the motive to ensure that childhood is being able to capitalise on the needs of the
customers, they must develop strategies which can help them to achieve sustainability in
terms of customer satisfaction. Thus, companies need to be able to develop strategies that can
help in conversion of the potential consumers into actual consumers. Thus, companies carry
out STP analysis. It is tool that consists of activities such as segmentation which means to
segregate a group of consumers into perspective groups on which the company can capitalise
on with specific strategies and often influences the marketing mix (Ernst & Dolnicar, 2018).
Targeting refers to capitalizing on the segregated customer groups with the help of strategies
(Ernst & Dolnicar, 2018). This finality leads up to the positioning. Positioning one of the
most crucial factors that has to be incorporated into the goals of companies as it determines
the position that a company holds in the minds and perceptions of the consumers. Companies
such as Apple have established a niche image in the minds of the customers with the help of
high prices for their products. The high prices are backed up with quality that helps in
sustaining the acquired position.